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Poor Engine Placement

Introduction - Poor Engine Placement.

Why are so many concerned about the unrelated results appearing in searches? The biggest concern is accuracy.

Some search engines feel the need to tailor search to a user's sex, age, geography, etc. Others speak about the goal of reaching daily freshness. This is impressive stuff. However, it overlooks one thing. Web sites, in search engine catalogs, do not conform to their algorithms.

Improving Search Engine Accuracy.

Search engines base their algorithms to fit the user's queries. On the other side of the fence, web designers create web sites conforming to client's aesthetic concerns, and to traditional offline marketing criteria.

Products and services are described in abstract terms. Often, it has no relation to how customers are trying to find the web site, using a search engine.

Consider searching for a Widget Communication Device. Would you search using the phrase,

"Making things intelligent and the universe better?"

When looking for a Widget Computing Device, do you search with the terms:

"Ultimate Power Performance?"

There is a gap between what the search engine user is seeking and the content on the average web site. The problem is the search engines. They concentrate on search requests and user experience. This creates the gap between what the user expects and what a website is.

It's All About Content... Right?

If a web site is about Widgets, some search companies seem to reason, "The web site needs content about Widgets. We'll know about it and rank it accordingly."

Most SEO specialists know "widget" web sites sparingly use the word "widget". Usually, when it is used, it is in a beautifully rendered gif (image).

Is it really about content? If talking about user query-based algorithms and how to rank well on them, YES. If talking about the reality of web content, then NO. If that wasn't true, there would be no way to make a buck optimizing web sites.

The search engines have reached a staggering level of algorithmic competence. But, the web sites, they are categorizing, defy categorization... and the results suffer.

Conclusion.

This situation is akin to a pianist, reaching virtuoso status. However, the piano is broken and out of tune. The pianist is the search engine, the web site is the Piano, the music is the search engine results. Sadly, the piano is out of tune. No matter how talented the pianist is, the music (the results), will suffer because the piano is out of tune.


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